Your Ad content and Ad creative should match your customer journey. A full-funnel approach allows you to meet each customer where they are and should continue to move, engage and nurture them through the funnel.
RollWorks recommends
- Create 2 to 3 sets of Ads per funnel stage.
- Refresh your ads every 3 months to prevent engagement decline due to ad fatigue.
As there are several stages in the marketing funnel, each stage should answer a different question for the customer and the content should differ:
- Jump to Creative recommendations for Customer journey point 'UNAWARE'
- Jump to Creative recommendations for Customer journey point 'AWARE'
- Jump to Creative recommendations for Customer journey point 'ENGAGED'
Creative recommendations for customer journey point 'UNAWARE'
Unaware | |
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Description: The prospect is unaware of your offering or brand. | |
Goal: Create awareness so that your customer becomes aware of your brand or product and starts exploring your company. | |
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Examples of Unaware Focused Creative |
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Creative recommendations for customer journey point 'AWARE'
Aware | |
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Description: The prospect is aware of your brand or product. | |
Goal: Give prospects content and messaging that speaks to why they should consider you. | |
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Examples of Aware Focused Creative |
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Creative recommendations for customer journey point 'ENGAGED'
Engaged | |
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Description: Your customer is showing the highest level of intent. They are aware of their problem, they researched their options, and now they’re ready to make a decision. | |
Goal: Let your prospect know what the next step is and how to get in touch with your sales team. | |
Types of Content & Landing Pages:
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Examples of Engaged Focused Creative |
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Examples: Creative ads & landing pages
Below you will find some worth considering concepts you can apply to your creatives, landing pages, and form fills to make them more effective.
Creative Units
- Use relevant and compelling visual
- Make sure your headline is communicating a clear message
- Make sure the value proposition is clear (white paper, blog, product information)
- CTA should be relatable (download Case Study, learn more)
- Copy should be light and easy-to-read
- Use personalization to connect immediately with your potential customers (company size, name, industry)
Landing Pages
- Have a consistent headline relevant to the ad
- Have a purposeful goal that matches the ad. If advertising a product or blog, drive traffic to that product page or blog
- Be Consistent in visual images and colors for a seamless message from ad to landing page
- Keep your messaging simple. Copy should be short. You can use bullets and value points
- If using site personalization, be consistent in how you are personalizing the ad
- Capture only the information you need (name, email, and location). Remember that name of the company is in the email, titles can be found on LinkedIn
- Place form Above the Fold
- Be consistent in the ad offer. Don’t ask to choose between several downloads. You can follow up with other services in a nurture campaign
- Clearly state the value “Only Available Here” or “Must have information”
- Talk numbers – “5 ways to …. “ or “3 best types….”
- Offer snippets to entice the reader to click to know more
- Do not pigeonhole targets (i.e. C-suite only, Marketer’s only), as everyone who clicks may desire the information
Community content about Ad Creatives
Click here to check it out! Visit The Accountable Marketing Collective to find more helpful tips and inspiration about ad creatives.
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